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Fall promotion is as ‘easy-as-pie’

A definitively American tradition that began in the 1950s as a Halloween promotion has a new “easy-as-pie” spin this fall season with the Caramel Apples Made Easy promotional partnership designed by Associated Food Stores based in Salt Lake City.

Featuring sweet and crunchy apples from Oneonta Starr Ranch Growers in Wenatchee, WA, and the velvety smooth covering from Werther’s Original Baking Caramels, the promotion provides a boxed bundle deal that launched in late September and will run through Halloween.

Boxes and marketing kits were made available for 84 participating Associated Food Stores, all members of the Giving You More share group, and the box will be featured in the Oct. 16 ad.

The graphically pleasing kit, which will include a 30-count package of apple sticks and a bag of chopped peanuts or almonds as well as preparation instructions, provides consumers with a five-pound bag of Gala or Granny Smith apples and two nine-ounce bags of Werther’s Original Baking Caramels. The box itself has circles printed on the inside bottom — a repurposing of the box as caramel apple-dryer.

The all-in-one box will sell to consumers for $9.99, and stores are encouraged to promote the item on an end cap. Point-of-sale and other seasonal items can be displayed in other areas of the store to generate even more interest, Bob Newton, AFS category manager said.

“This is the first time we’ve tried this promotion, and we’re really excited about it,” Newton said. “We’re hoping for great success.”

The Galas and Granny Smiths from Washington are abundant this year, according to Scott Marboe, marketing director for Oneonta Starr Ranch Growers. Marboe said the quality of this year’s apples is excellent, with both the sweetness of the Gala and the tart snap of the Granny perfect for the Caramel Apples Made Easy program.